Revealed Magazine Summer 2024 final - Flipbook - Page 11
Going behind the Scenes at
Mey
BY JENÉ LUCIANI SENA
Experiences are not just for consumers.
Knowing what goes into creating a
of ferings span several categories,
collection is an important selling tool for
including men’s and women’s underwear,
a brand.
loungewear, pajamas, athleisure, and
swimsuits. It produces 7.8 million
German brand Mey went the extra mile
in January. It brought 16 people to its
pieces annually. It is Germany ’s top
manufacturer of sleepwear and bras.
headquarters in Albstadt-Lautlingen for
a day packed with Mey education and
experiences.
“We’ve been a family-owned business
since 1928 and are well known in Europe,
but have only been in North America for
about six years,” Mey’s Norine Richards
tells Revealed. “Two of those years were
smack in the middle of a pandemic,” she
adds.
The company offered a tour of its
facilities, workshops with department
Although the brand is already in specialty
boutiques in cities like New York and
Chicago, the U.S. market is largely
Tribute to Norine Richards
untapped territory. The trip experience
By Alexander Zulian
was an introduction.
On May 7th, Norine Richards, Vice
“The intention was to thank them, show
President North America for Mey
them how our product is made and have
passed away. Her death came
them meet all the wonderful employees
without warning and very suddenly.
participating in the production process. It
The whole Mey team is shocked and
was a success,” Richards says of the trip.
in deep grief as it lost an exceptional
personality and experienced leader.
heads, a stay at an historic hotel and
She adds that it was a success and there
Norine will be missed for both her
a guided tour of the historic city of
are plans for more experiences in the
professionalism and her warmth and
Tuebingen.
future. “We had great fun as the retailers
kindness. After a successful career in
got to know more about our company
our industry she joined Mey in 2019
and each other,” she adds.
and embarked on the challenge to
Mey is no small operation. The company’s
introduce a promising but unknown
brand to the North American market.
She built and steered a team of sales
reps and successfully introduced and
developed the brand working with
the most prestigious independent
accounts in the market. Mey will reorganise its North American activities
and will continue to work steadily
building the brand.
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